Goals and objectives
The Italian jewellery brand Pomellato partnered with T Brand Studio, the branded content team at The New York Times, to create highly engaging, in-depth digital content to support its 2018 #PomellatoForWomen campaign and launch on International Women’s Day on March 8. The objectives of this campaign were to raise awareness of the brand among a younger, female audience and to provide context and setting for Pomellato’s new brand video featuring influential women like Jane Fonda, Anjelica Huston, Chiara Ferragni and other inspiring figures who are publicly spreading the word about the importance of female empowerment.
T Brand Studio recommended aligning the brand with the larger conversation about women’s rights primarily through news coverage of key events throughout history to today’s #MeToo movement, a strategy that allowed to further align the two brands in a truly native environment.